Household & Domestic

Marketing in the household sector

Articles and cases by category:
Batteries
Cleaners, detergents
Furnishings
Gardening



Erika Lamoreaux and Heather Dougherty, ARF Experiential Learning, Audience Measurement, June 2015

This paper explains how Clorox, the cleaning products brand, used research to better understand its audience, moving beyond demographics to build consumer personas.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Kimberly Clark targeted its sale of Kleenex Balsam brand tissues in response to a shifting target market in the UK.


Case Study

Delipapier: Emma
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how French toilet paper manufacturer Delipapier enhanced its position in an increasingly competitive market.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Grupo Papelero Scribe in Mexico repositioned the Scribe brand to attract a younger demographic.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how greeting card company American Greetings drove traffic to its Cardstore.


Claudia Moselhi and James Devon , Warc Prize for Social Strategy, Entrant, 2015

This entry outlines how Sage by Heston Blumenthal, Breville Group's range of high-end kitchen appliances, was launched into the UK by focusing on 'food thinking' and stimulating interest in the products when customers were at the research stage.


Stephen Whiteside, Event Reports, Internet Week New York, May 2015

This event report discusses how Procter & Gamble, the FMCG giant, aimed to disrupt the laundry category with Swash, a machine enabling consumers to "refresh", rather than wash, clothes.


Euromonitor Profiles, June 2015
This Company Profile from Euromonitor provides key details and analysis of Lion Corp, the owner of brands such as Top, Look, Softlan and Charmy. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the household goods market.

Stephen Whiteside, Event Reports, TechCrunch Disrupt NY, May 2015

This event report outlines how Casper is attempting to disrupt what is often regarded as an extremely low-interest category: mattresses.

WARC RECOMMENDS


RECOMMENDED CASES

Household & Domestic

Warc's pick of the most effective household case studies


CASE STUDY

Tontine: The first pillow with a 'best-before-date'

Using a simple product innovation to generate sales


COMPANY PROFILES

Household & Domestic

Data and analysis on the sector's major companies


ARTICLE FOCUS

Household Appliances

Gale's global overview of the household industry


CASE STUDY

Febreze: Breathe Happy

How Febreze carved out a distinct position for its products